The power of Scrum for agile marketing

Agility is the cornerstone of successful digital marketing. The ability to react quickly, fail fast, adjust accordingly, infuse deliverables with company vision and understand the customer better is critical. Tools like A/B testing are extremely beneficial to marketing agility in terms of quick reaction and course correction; however, these tools are a drop in the bucket if your organizational structure itself isn’t agile. There are a number of work management frameworks that enable organizations to become agiler. One of these approaches is Scrum, an adaptable framework for agility that started as a way to deliver better software, faster but is useful across all functions and departments. For Scrum to work best, it’s critical to define the customer with precision. In marketing, this might seem obvious - the marketing department ought to directly serve the organization’s end consumer - but the actual customer of the marketing group includes a myriad of internal teams long before we reach the external customers themselves.